Creative Collection Q3 winners reflect advertisers’ confidence in Out of Home

The Outdoor Media Association (OMA) has announced the winners for the quarter three Creative Collection competition for 2021.

The competition attracted 19 submissions from OMA members, including Adflow, JCDecaux, oOh!media, QMS Media, Shopper, and VMO (Val Morgan Outdoor).

The guest judges were:

• Andy Athans, Group Marketing Manager, VMO  

• Jessica Debrodt, Founder, Jessica Debrodt Marketing and Communications and Consultant for Art Gallery of NSW 

• Tim Kirby, Founder, Galore

• Michael Selden, Head of Sales and Platforms, Jolt Charge 

The judges agreed that creativity, strategic placement, and use of technology were at the heart of the winning campaigns:

OMA CEO Charmaine Moldrich said, “With two-thirds of the country in lockdown for several months, this has been a particularly challenging quarter for everyone. However, it did not stifle creativity in Outdoor, and the entries in the Creative Collection Q3 are a testament to advertisers’ confidence in our channel. In addition, it was great to see advertisers use OOH environments, formats, and technology to drive their campaigns strategically.”

Jessica Debrodt from the Art Gallery of New South Wales said, “While a strong message is important when engaging audiences, creativity and context are equally as valuable when thinking about what will make a campaign memorable. The way the Freedom Foods campaign embedded its messaging within the imagery of nature and juxtaposed it with an urban environment is a great example of how to create a lasting impression across multi-formats.”

Tim Kirby, Founder of creative agency Galore, said, “With the versatility and reach it affords, there are many benefits to a well-planned multi-format OOH campaign. However, I rarely see it done well. These kinds of campaigns need to be encouraged, as OOH is one of the only channels with such a large and diverse range of formats, environments and locations. A lot is still being left off the table in that respect.”

“Recent developments in programmatic are opening up new opportunities for Outdoor, enabling brands to create innovative campaigns that target the right audiences at the right time. We’re seeing a broad range of clients booked on our network across all key categories, with these brands utilising the power of programmatic trading to reach consumers at scale with the control and flexibility of digital-online targeting,” said Andy Athans, Group Marketing Manager, VMO

Michael Selden, Head of Sales and Platforms, Jolt Charge, said, “As a newcomer to the Outdoor market and working in the electric-vehicle industry which routinely celebrates innovation, it has been great to see so many creative concepts come into play in Out of Home this quarter. Even during widespread lockdowns, it’s clear that advertisers understand the value Outdoor drives.”

Launched in 2013, the Creative Collection celebrates the big, bold, and audacious Out of Home canvas by recognising exceptional campaigns each quarter. Campaigns get judged across the following categories:

• Big, Bold and Bright Winner 
  Campaign: The Voice 
  Advertiser: Channel 7 
  Creative agency: Trovato Design Pty Ltd 
  Media agency: Channel 7  
  Printer: GSP Print 

• Best Use of Multi-Format Winner 
  Campaign: Australia’s Own – Nurtured by Nature Advertiser: Freedom Foods 
  Creative agency: 72andSunny 
  Media agency: Reprise 
  Printer: GSP Print

•  Best Use of Digital Winner 
  Campaign: #didntseethatcoming 
  Advertiser: Bare Crematorium 
  Creative agency: Bare Crematorium inhouse creative 
  Media agency: N/A  
  Printer: digital 

• Innovation in Out of Home 

Advertiser: Foxtel  

Creative agency: Fox Creative 

Media agency: Mindshare 

Printer: digital 

• Out of Home for Good Winner 

Campaign: Arm Yourself  
Advertiser: Australian Government 
Creative agency: BMF 
Media agency: UM 
Printer: digital